How do you feel when someone asks you the question: ‘What do you do?’ Do you dread this question or can you talk easily and confidently about your services? And when you do answer does the listener ask for more or do their eyes glaze over? Personally, I can’t count the number of times people would respond with ‘Oh that sounds very interesting’ only to figure out some time later that they meant ‘I don’t have a clue what you mean’!
The difficulty most service professionals face in marketing their products and services is being able to articulate what they do in a meaningful and interesting way. The challenge is to find a way to describe what you do so that other people ‘get it’
When it comes to marketing there are many opinions and misconceptions. Whether you love it or loathe it, it’s a necessary part of business. Marketing is about getting inside people’s heads and getting your name out there. It is different from selling, so it requires a different approach. If you can market yourself and your services well, it forms a solid foundation for sales conversations that ultimately, and hopefully, result in clients.
Below are the 10 most common marketing mistakes service professionals make and what you can do about it.
Marketing Mistake #1: Thinking it’s about YOU This may come as a shock to a lot of service professionals but most clients are not interested in you or what you do. They don’t care how much you’ve studied or how many letters appear after your name. What your potential clients are most interested in is themselves! The most important question in their mind is ‘What’s in it for me?’
This is where a lot of service professionals get caught up. They end up talking about their process, their credentials or assume that their title says it all. ‘Hi there! I’m a web designer.’ ‘I’m an accountant.’ These are labels and say nothing about what you do for your clients, let alone explain how you are different from hundreds of other accountants and web designers.
Some people are very interested in your level of expertise and what your credentials are but this usually comes later, if at all. Trying to dazzle people with your degrees, diplomas etc isn’t a very strong first marketing step.
What you can do: As an initial step in marketing you need to communicate what it is you do ie what problems you help clients to solve or what dreams you help them achieve, in a simple yet engaging way. This is commonly referred to as our ‘elevator speech’ or ‘audio logo.’ There are two formulas you can try for this. One states what you do as a solution and the other as a problem.
Eg. I work with clients who want more residual income.
OR I work with clients who are struggling to create more residual income.
Research shows that people identify more closely with their problems rather than the solutions out there, so you are more likely to get a response from a problem oriented approach.
Eg I work with clients who suffer lower back pain VS I fix your back problems Marketing Mistake #2: Being too general I attended a marketing workshop and was surprised at what the presenter said about the purpose of marketing. She said the purpose of marketing is to turn off as many people as you can. Think about it. If you turn off as many people as possible, who is left? The people most likely to be your clients!
Saying that you work with everyone or that your program covers many areas is too vague. You need to position yourself as an expert in your field, not a jack of all trades. Specifying your target market and how your services help that market reflects your expertise. We are all capable of many things and we do more than one thing with our clients. It is much easier to go from specifics and widen the net than the other way around.
What you can do: Spend some time identifying your target market. Who do you currently work with or would you like to work with? What are their pressing problems and issues? Do they have a history of paying for having these problems solved? (If not, perhaps you should think of another target market.) Are they easy to find? What outcomes do you provide for your target market? Get specific.
Even if your business is new, this exercise is worthwhile and gives you a professional edge. It’s not about making up stuff; it’s about clarifying who you work with and what you can do for them.
Using the example above, you can say:
I work with first time investors who are struggling to create more residual income.
Notice that this statement is specific and simple. It gets the message across and there is no confusion. And there is nothing in it about YOU!
Marketing Mistake #3: Talking about your process This is when you tell people how you do something. For example, telling people about your latest 12-week training process that shows people how to maximize their sales conversion rate by understanding Montgomery’s Theory of sales psychology. (!!)
Yes, this could be the best thing since sliced bread but potential clients are not interested in the how or the process. Trying to give them a ‘taste’ of your program is not going to excite them because they are only interested in what’s in it for them ie what are the tangible results of the program. (That’s right, the BENEFITS.)
What you can do: Your process is the feature of your services; clients are interested in the benefits your service provides. One way to get to the benefits of your processes is to keep asking the question ‘So what?’ Keep asking until you get to the concrete outcomes your service provides. Ask your clients what difference your process or programs make in their lives.
Eg ‘Learn the latest marketing techniques’ is a feature ‘Double your income in 6 months’ is a benefit
Another good way to convey results is to tell a client story. So if someone displays some interest in what you do and asks ‘How do you do that?’ responding with a client story can be a great way to communicate further the benefits of your services.
The general format of a client story goes something like this:
When John Smith came to me he had (these problems). He had tried doing (x, y and z) with little success so we decided to try something else. We worked together on (this and that) and after 3 months John now has (benefit, benefit, benefit).
Marketing Mistake #4: Sounding like everybody else This is probably one of the most challenging parts of marketing ourselves. It’s important that we take the time to differentiate ourselves from others in our field. Even if someone doesn’t directly ask what makes you different, this is what they are trying to find out through your conversation. The way you structure your marketing communications can be a point of difference but it isn’t always enough.
This is why introducing yourself as an accountant or lawyer or coach does not always produce an excited response. It’s important to avoid boxing yourself into the stereotypes attached to so many professions these days (eg lawyers, accountants, car salesmen).
Being different or unique is not about being better than your competition. You don’t need to belittle someone else in order to get business. In fact you risk hurting your reputation in the long run.
What you can do: This, of course, is your USP (Unique Selling Proposition). Your USP can be a point of difference (eg only working with mothers with a home-based business) or can be something you create (eg ‘The guy to call when you’re tired of thinking small.’ Michael Port)
It starts with you brainstorming all the things that you do for your clients. A good resource can be found at www.theuspguy.com where you can take a free online workshop to work towards creating your own USP.
Marketing Mistake #5: Putting the cart before the horse Marketing conversations have a particular order. Just like putting a sentence together so it makes sense, the same is true in marketing. Whether you are creating written or verbal conversations there is a particular order that needs to be followed in order to get to the next logical step.
Often we are eager to get a sale from a first meeting with someone but this is unlikely. Talking about your programs and prices may not be appropriate if people haven’t clearly understood what you can do for them. Remember, marketing is about creating awareness.
What you can do: There are five components to most marketing communications and they have a particular order. They are:
1. Target market/Problem – articulate clearly and specifically who you work with and what problems or issues these clients have 2. Outcome – what is the ultimate outcome your clients receive?
3. Value – what are the benefits of working with you that your clients receive?
4. Proof – what proof do you have that your process works?
5. Call to action – making an offer the client can’t refuse which is a small step toward finding out more about you and your services Marketing Mistake #6: Expecting instant results When I first started out in my coaching business I placed some ads in the local paper and expected people would be beating down my door. I got an article published and again imagined hoards of people clamoring for my services. Even doing speaking engagements, the expectation can be that people will rush at you after the event and want to sign on the dotted line.
Sadly this does not happen – or at least it hasn’t happened to me! Marketing is about building relationships and gaining trust. It takes patience, persistence and perseverance. The mythical ‘overnight success’ usually takes years of hard work.
Sometimes people have unrealistic expectations of their marketing efforts. For example, in direct outreach marketing a response rate of 2-3% is considered a good result.
People don’t go from initial meeting to client very often. There is a process most people need to go through and the key is to encourage them to take small steps. This is where ‘keep in touch marketing’ comes in so you can keep prospects in the loop.
What you can do: Be aware up-front that marketing is a process and instant results are extremely rare. Be realistic. Depending on how long you have been in business, it may take up to 6 months to see results from a marketing strategy you are implementing.
When it comes to a call to action, make it easy for your clients to say ‘yes.’ Offer free or very low cost bonuses which provide real value. Don’t be afraid to give away your expertise and knowledge. In the big scheme of things, a very small minority will take advantage or abuse this privilege. Most will be appreciative and will warm to you over time. some suggestions include free newsletters, teleclasses, reports, complimentary sessions, online programs.
Be aware of the ‘marketing funnel’. This is where you get lots of people into your business via free or low-cost products and services. As you progress up the scale you will have fewer people but more income and more repeat business. (the old 80/20 rule.)
Marketing Mistake #7: Inadequate planning & preparation Like everything else you do in your business you need to have a written plan. Going to a few networking events or writing a few articles is not a marketing plan. No matter how busy you are it is essential to set aside time to develop a marketing plan. It doesn’t have to be very involved or complex. In fact, the simpler the better.
Sometimes we are eager to get out there without adequate preparation. It’s not enough to know what marketing activities you want to do; you also need to have appropriate materials to offer potential clients. You need to spend time writing and creating flyers, articles, programs or brochures.
What you can do: Decide on a marketing activity that you enjoy and are good at (Clue: you are usually good at what you enjoy!) Work out who you will target and what the purpose of this marketing activity is. What results do you intend to achieve? Include what actions you will need to take, (eg who will you contact, what will you say, how will you get their attention) what marketing materials you will need, a budget and time-line for the whole process. As a bonus work with someone to help you with accountability and keeping you on track.
When planning your marketing activities it is also important to practice what you will say. Write out your speeches or the messages you will leave on voicemail. One professional speaker I know even suggested calling yourself and leaving a message so you can hear how you sound. It may feel stilted in the beginning but practice makes perfect.
Marketing Mistake #8: Talking too much Have you ever met someone at a networking event or party who just kept rambling on and on about what they do? Perhaps you yourself have done the same thing. It’s usually because we are nervous and not comfortable with silence. In marketing, as in most things, silence is extremely powerful.
People usually want to be nice and won’t tell you you’re boring them to death! If marketing is about ‘what’s in it for the client’ then you need to find out what it is they need!
What you can do: When someone asks what you do, give them a one or two sentence spiel and then shut up! If they are interested they will ask you a question. If they do ask a question, again respond with one or two things then either shut up or ask them a question. The whole idea is to get the prospect talking, not you. Don’t force things. If there is mutual synergy it will occur naturally. If there isn’t, move on.
Marketing Mistake #9: Letting your opinion get in the way There is both an art and science to marketing. Some things you will find easy to do and some things not so easy. You may even think some of the strategies are ridiculous. What I learned early on was that my opinion of the marketing was not a valid point. The only thing you need to know is ‘does it work?’
I’m not suggesting you use unethical practices to manipulate people into using your services. There can sometimes be a fine line between persuasion and manipulation. Of course, this is where we need to make responsible choices as a matter of integrity.
What you can do: Study some of the marketing methods very successful professionals you admire use in their brochures, presentations, flyers and website. What are they doing that you can incorporate into your marketing repertoire? If they offer any courses on marketing, sign up for one. Read as many books as you can find on marketing.
Some suggestions:
Selling the Invisible by Harry Beckwith Cash Copy by Dr Jeffrey Lant Million Dollar Consulting by Alan Weiss How to Persuade People Who Don’t Want to be Persuaded by Joel Bauer & Mark Levy Get Slightly Famous by Steven van Yoder Persuasive Online Copywriting by B. Eisenberg, J. Eisenberg & L. T. Davis Marketing Mistake #10: Trying to sound professional As a professional with a high level of expertise and knowledge it is easy to talk in jargon or use technical words. This may be fine and appropriate when speaking with colleagues but does not usually work when talking with prospective clients. If your information sounds too complicated or high level, you risk coming across as a geek rather than someone who can help ‘normal people.’
Professionalism has to do with your attitude and demeanor not how extensive your vocabulary is. More than anything you want people to relate and connect with you and the best way to do this is using plain English.
What you can do: Whenever you want to create written or verbal marketing conversations, use conversational language. Imagine sitting across from your best friend, sharing a latte and he or she has asked how things are going. Write and speak as you would to your friend. Don’t fret over grammar and punctuation. You want people to be engaged in what you are saying, not grade your paper/speech.
A great rule of thumb I use all the time is trying my marketing conversations on my kids. If I can’t use words that convey my message clearly and accurately to my kids, then I go back to the drawing board!
……………………………………
Marketing your business is as individual as you are. It’s important to find ways that you feel comfortable with and are aligned with your values and personality. Marketing is about developing trust and relationships and it should reflect who you are as much as anything else you do in your business.
Here are a few more resources you may find useful.
www.actionplan.com
www.michaelport.com
www.gmarketing.com
www.theuspguy.com
www.missionmarketingmentors.com
The 10 Most Common Marketing Mistakes Service Professionals Make and What You Can Do About It - To learn more about this author, visit Jenny Mallos's Website.
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